Likes, commented on, purchased. Social media digital instagram and consumption
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Data de Publicação: | 2016 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Ciências Administrativas (Fortaleza. Online) |
Texto Completo: | https://ojs.unifor.br/rca/article/view/3979 |
Resumo: | The growing presence of social media on the internet brings up an increasing volume of relationships, ideas and opinions, as well as product and services consumption that are offered on them. The social interaction afforded by this scenario makes companies expose their brands in an attempt to increase sales and, more than that, to connect with their audience in the virtual environment. This study first aims to investigate the interaction between like and comment and the act of buying, second, it aims to classify Instagram as social media in the honeycomb model, and finally, it aims to analyze the social media literature related to consumption. An on-line survey was conducted with 206 users who reported on their Instagram usage habits. Data were submitted to statistical tests through Structural Equation Modeling Technique in order to evaluate the relationship between the Like, Comment and Buy variables. Through the study was concluded that Like and especially Comment may be considered Instagram performance indicators related to product and services sell. Keywords: Social Media. Instagram. Consumption |
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Likes, commented on, purchased. Social media digital instagram and consumptionCurtiu, comentou, comprou. A mídia social digital Instagram e o consumo (Likes, commented on, purchased. Social media digital instagram and consumption)The growing presence of social media on the internet brings up an increasing volume of relationships, ideas and opinions, as well as product and services consumption that are offered on them. The social interaction afforded by this scenario makes companies expose their brands in an attempt to increase sales and, more than that, to connect with their audience in the virtual environment. This study first aims to investigate the interaction between like and comment and the act of buying, second, it aims to classify Instagram as social media in the honeycomb model, and finally, it aims to analyze the social media literature related to consumption. An on-line survey was conducted with 206 users who reported on their Instagram usage habits. Data were submitted to statistical tests through Structural Equation Modeling Technique in order to evaluate the relationship between the Like, Comment and Buy variables. Through the study was concluded that Like and especially Comment may be considered Instagram performance indicators related to product and services sell. Keywords: Social Media. Instagram. ConsumptionA presença crescente das mídias sociais na internet traz à tona um volume cada vez maior de relacionamentos, ideias e opiniões, bem como o consumo de produtos e serviços que nelas são ofertados. A interação social proporcionada por esse cenário faz com que empresas exponham suas marcas na intenção de aumentar as vendas e, mais que isso, relacionem-se com seu público no ambiente virtual. Este estudo, primeiro, objetiva investigar a interação entre curtir, comentar e o ato de comprar no Instagram; segundo, classificar a mídia social Instagram no modelo honeycomb; e, finalmente, busca analisar a literatura das mídias sociais relacionadas ao consumo. Uma pesquisa on-line foi realizada com 206 usuários, que informaram sobre seus hábitos de uso do Instagram. Os dados coletados foram submetidos a testes estatísticos por meio da técnica de modelagem de equações estruturais, no intuito de avaliar a relação existente entre as variáveis “curtir”, “comentar” e “comprar”. Além disso, foi feita análise de mediação, visando compreender a relação da variável “comentar” como mediadora das variáveis “curtir” e “comprar”. Por meio do estudo, concluiu-se que elas podem ser consideradas indicadores de desempenho no Instagram relacionados à venda de produtos e serviços. DOI: 10.5020/2318-0722.2016.v22n1p130Universidade de Fortaleza2016-03-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/xmlhttps://ojs.unifor.br/rca/article/view/397910.5020/2318-0722.2016.v22n1p130Revista Ciências Administrativas; v. 22 n. 1 (2016); 1302318-0722reponame:Revista Ciências Administrativas (Fortaleza. Online)instname:Universidade de Fortaleza (UNIFOR)instacron:UNIFORporhttps://ojs.unifor.br/rca/article/view/3979/pdfhttps://ojs.unifor.br/rca/article/view/3979/xmlAragão, Fernanda Bôto PazFarias, Fabíola GomesMota, Márcio de OliveiraFreitas, Ana Augusta Ferreirainfo:eu-repo/semantics/openAccess2020-04-02T17:56:02Zoai:ojs.ojs.unifor.br:article/3979Revistahttps://periodicos.unifor.br/rcahttp://ojs.unifor.br/index.php/rca/oai||revcca@unifor.br|| sergioforte@unifor.br2318-07221414-0896opendoar:2020-04-02T17:56:02Revista Ciências Administrativas (Fortaleza. Online) - Universidade de Fortaleza (UNIFOR)false |
dc.title.none.fl_str_mv |
Likes, commented on, purchased. Social media digital instagram and consumption Curtiu, comentou, comprou. A mídia social digital Instagram e o consumo (Likes, commented on, purchased. Social media digital instagram and consumption) |
title |
Likes, commented on, purchased. Social media digital instagram and consumption |
spellingShingle |
Likes, commented on, purchased. Social media digital instagram and consumption Aragão, Fernanda Bôto Paz |
title_short |
Likes, commented on, purchased. Social media digital instagram and consumption |
title_full |
Likes, commented on, purchased. Social media digital instagram and consumption |
title_fullStr |
Likes, commented on, purchased. Social media digital instagram and consumption |
title_full_unstemmed |
Likes, commented on, purchased. Social media digital instagram and consumption |
title_sort |
Likes, commented on, purchased. Social media digital instagram and consumption |
author |
Aragão, Fernanda Bôto Paz |
author_facet |
Aragão, Fernanda Bôto Paz Farias, Fabíola Gomes Mota, Márcio de Oliveira Freitas, Ana Augusta Ferreira |
author_role |
author |
author2 |
Farias, Fabíola Gomes Mota, Márcio de Oliveira Freitas, Ana Augusta Ferreira |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Aragão, Fernanda Bôto Paz Farias, Fabíola Gomes Mota, Márcio de Oliveira Freitas, Ana Augusta Ferreira |
description |
The growing presence of social media on the internet brings up an increasing volume of relationships, ideas and opinions, as well as product and services consumption that are offered on them. The social interaction afforded by this scenario makes companies expose their brands in an attempt to increase sales and, more than that, to connect with their audience in the virtual environment. This study first aims to investigate the interaction between like and comment and the act of buying, second, it aims to classify Instagram as social media in the honeycomb model, and finally, it aims to analyze the social media literature related to consumption. An on-line survey was conducted with 206 users who reported on their Instagram usage habits. Data were submitted to statistical tests through Structural Equation Modeling Technique in order to evaluate the relationship between the Like, Comment and Buy variables. Through the study was concluded that Like and especially Comment may be considered Instagram performance indicators related to product and services sell. Keywords: Social Media. Instagram. Consumption |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-03-28 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://ojs.unifor.br/rca/article/view/3979 10.5020/2318-0722.2016.v22n1p130 |
url |
https://ojs.unifor.br/rca/article/view/3979 |
identifier_str_mv |
10.5020/2318-0722.2016.v22n1p130 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://ojs.unifor.br/rca/article/view/3979/pdf https://ojs.unifor.br/rca/article/view/3979/xml |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/xml |
dc.publisher.none.fl_str_mv |
Universidade de Fortaleza |
publisher.none.fl_str_mv |
Universidade de Fortaleza |
dc.source.none.fl_str_mv |
Revista Ciências Administrativas; v. 22 n. 1 (2016); 130 2318-0722 reponame:Revista Ciências Administrativas (Fortaleza. Online) instname:Universidade de Fortaleza (UNIFOR) instacron:UNIFOR |
instname_str |
Universidade de Fortaleza (UNIFOR) |
instacron_str |
UNIFOR |
institution |
UNIFOR |
reponame_str |
Revista Ciências Administrativas (Fortaleza. Online) |
collection |
Revista Ciências Administrativas (Fortaleza. Online) |
repository.name.fl_str_mv |
Revista Ciências Administrativas (Fortaleza. Online) - Universidade de Fortaleza (UNIFOR) |
repository.mail.fl_str_mv |
||revcca@unifor.br|| sergioforte@unifor.br |
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